The article is about studying the special aspects of image promotion texts in the terms of psycholinguistics. Specific features of image-building as advertising response in the mind of a man are also given in this article. Author presents such components of psycholinguistic advertisement perception like associative bonds and process of comparison.
Key words: advertisement, image promotion, denotatum, quasi needs, image, associative bonds, the conscious and the subconscious.

The authors analyze linguocultural peculiarities of representing space and its structural elements in fiction. The language material is taken from the novel ‘The Sandcastle’ by the British writer I. Murdoch and its Russian translation. The goal of the research is to find out the most salient spatial concepts represented in the novel and to compare the ways they are described in English and Russian.
Key words: spatial concept, language representation, linguocultural, fiction.

This article presents the review of the functioning of intonation in discourse. The significance of the intonation for successful communication is viewed, several standard intonation models typical for different communicative situations are analyzed, the importance of the researches concerning the intonational factor in general prosody of the communicative field is averred.
Key words: intonation, discourse, speech act, emotion, communicative situation.

The article deals with some peculiarities of the temporal organization of a spontaneous text.
Key words: the temporal component of intonation, the cyclic nature of tempo variations, the semantic organization of a spontaneous monologue.

This article investigates typical for impressionism symbolism of colors in literature portraying in poetics of the tale by American writer Stephen Crane. Researching specific aspects in the poetics of literature masterpieces to which “The Open Boat” belongs is a true chance to reveal peculiarities and shades, to penetrate into the author’s vision and subtext getting to know the essentialities of verbal picturing pertained to S. Crane’s manner of writing, comparing his vision with traditional perception of colors.
Key words: fable, mythologema, impressionism, symbol, color.

The authors of this article show, that dialectal lexis is one of the sources of hydronymy and microhydronymy formation. Knowing the dialect of a region reveals the origins of many proper names and helps to reconstruct the lost layers of lexis. The multidimensional research of the regional hydronymy, the microhydronymy of Kursk region in particular, lets us get deep into semantics and etymology of many toponymic words.
Key words: hydronymy, microhydronyms, etymology, dialectal lexis.

The article considers social tolerance in terms of the psycholinguistic approach to meaning. Having analyzed the experimental data, the author infers that the study of the means of verbalizing social tolerance in the mental lexicon allows identifying the primary mental mechanisms that people use while searching for the initial mental image of the investigated phenomenon.
Key words:social tolerance, psycholinguistics, individual lexicon, language behavior, world image.